The golf world might seem like an unlikely place for an AI revolution — it’s an industry built around human relationships, after all. But between productivity gains in the back office and robotic mowers, AI is already on the course. As Kevin Scott, CTO and CIO at the PGA of America, puts it, "It’s a good indicator; If it's affecting golf, you really know it's going to be affecting everything."
His organization, a member-based trade association with a mission to serve golf professionals, aims to use AI in a way that’s both effective and secure. In a recent conversation for our Executive Exchange video series, Scott acknowledges that navigating AI safely requires a balance between innovation and security, a strong identity framework, and a lot of change management. For instance, PGA of America rolled out a framework that allows AI agents to assist employees by reading information, but they’re not yet given permission to write or take action within systems. This measured approach addresses a core question facing leaders today: How much access and privilege can you give AI agents?
Scott also stresses the human element of AI adoption, emphasizing the “magic” that happens when you combine people who understand the technology with people who have domain expertise. His advice to leaders is clear: Foster an “AI-fluent workforce” through hands-on, continuous learning rather than rigid compliance training. By combining the right technology with a well-prepared team, organizations can confidently navigate the evolving landscape of AI, securing both their data and their future.
Watch the full video above for Kevin Scott’s take on how AI is reshaping fan experiences, the importance of managing AI agent privileges, and the future of robotics in the golf industry.
